subject: How Much Copy Do You Need to Create a Sale? [print this page] How Much Copy Do You Need to Create a Sale?
The controversy surrounding long copy vs. short copy is one that won't get settled anytime soon.
After all, it's impossible to determine the exact number of words you need to create a sale because the buying cycle is different for each person.
In some situations, however, you can assume with relative certainty that less information is necessary. For example, prospects shopping on e-commerce websites (e.g., Amazon.com, Zappos.com, Dell.com, etc.) often know what they want and are familiar with the products offered.
As a result, they frequently shop by price. (Usually, more copy is needed for higher-priced items.)
But what if your prospects don't really know you or your company? Worse yet, what if they view your product or service as being just like your competition's?
In these situations, you must educate your target audience and this approach requires more copy.
Now, before you conclude no one reads long copy, think back to the last time you were passionate about solving a problem. You couldn't consume enough information you wanted answers to your questions you craved solutions.
Right?
Well, when you're the one delivering valuable information, you become an authority and a trusted resource. Here are three ways to put yourself in this enviable position:
1. Get your prospects involved in your marketing message. Present self-tests, offer free tools and post videos with insight that keeps people coming back to you.
2. Promote the benefits of your product or service. Remember, facts about your product or service are features, while benefits explain how those facts positively affect your prospects.
3. Provide proof elements. Use testimonials and case studies that explain how you've already helped solve the same problems your clients previously shared with your prospects.
